You've seen the headlines. A new study reveals surprising consumer trends. A government policy is set to shake up an entire industry. These national stories grab attention, but how can you, as an expert, connect them to your local area and pique the interest of regional media? The answer lies in savvy newsjacking.
Newsjacking is the art of injecting your expertise into breaking news stories to gain valuable media coverage. While it’s often associated with national outlets, it's an equally powerful tool for securing local press.
Here’s how to localise a national story and get featured in your regional media:
Monitor local news: Keep tabs on newspapers, radio stations and local news websites. What are they covering? Identify potential overlaps with national stories.
Understand your audience: What matters most to your local community? Tailor your pitch to address those specific concerns and interests.
"Identify potential overlaps with national stories."
Be prepared: Newsjacking requires quick thinking and action. Have a bank of ready-to-go quotes, case studies, and insights related to your area of expertise.
Connect the dots: How does the national story directly impact your city, town, or region? For example, a national study on remote working trends could be localised by highlighting the percentage of remote workers in your area or the specific challenges they face.
Offer a unique perspective: Can you provide local statistics, case studies, or anecdotes that add depth to the national narrative?
"How does the national story directly impact your city, town, or region?"
Highlight local impact: Focus on the consequences—positive or negative—of the national story on local businesses, residents, or the environment.
Keep it concise and relevant: Local journalists are busy. Grab their attention with a punchy subject line and a brief, to-the-point pitch.
Emphasise your local connection: Make it immediately clear why your perspective is relevant to their readership or viewership.
Offer value: Don't just rehash the national story. Provide unique insights, data, or personal experiences that enrich the conversation.
"Provide unique insights, data, or personal experiences..."
Be accessible: Include your contact information and be readily available for interviews or quotes.
Use social media: Share your insights on relevant local hashtags and engage with journalists covering the story.
Offer yourself as a source: Platforms like SourceBottle allow you to connect directly with journalists seeking expert commentary on trending topics.
Build relationships: Engage with local journalists on an ongoing basis, not just when you have a story to pitch.
Localising a national story is about more than just changing the location in your pitch. It's about understanding your community, offering valuable insights, and positioning yourself as the go-to local expert.
"It's about understanding your community, offering valuable insights, and positioning yourself as the go-to local expert."
By following these steps and leveraging the power of newsjacking, you can amplify your message, build brand awareness, and become a trusted voice in your local community.
PS: Are you receiving free publicity opportunities, straight into your inbox?
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